Social Panel media automation is the use of tools to automate routine social media tasks, such as post scheduling, basic inquiry responses and performance report generation. This allows marketers to focus on more important tasks, such as developing an effective strategy and engaging with audiences, rather than managing the day-to-day operations of their social media accounts.
Streamlining social media processes with automation tools can help improve productivity and reduce costs. Tools such as social media schedulers enable content to be posted at optimal times when audiences are most active. In addition, they provide a central repository for data analysis to enhance audience engagement and strategic planning.
A word of caution: it is vital to ensure that any automated posts are mindful of the current context. Current events such as natural disasters, political crises or world-changing incidents can dramatically change the tone and sentiment of a brand’s messages. For example, Oreo’s brilliant response to the Super Bowl power outage was a perfect example of how to use social media to connect with an audience in the moment.
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Although automating social media posts can help relieve marketers and their teams of mundane tasks, it should be used sparingly. Too much automation can backfire. For instance, it can be dangerous to schedule content too far in advance, as by the time it is published, it may no longer make sense, or could even be perceived as insensitive or inappropriate. To avoid this, it is best to stick with regular evergreen posts that are relevant to the day and time they are scheduled.